What's in a Name? - A whole lotta stuff

Master, the plans...

Igor, a naming and Branding agency based in San Francisco, released some years ago a rather lovely (and rather thorough) PDF titled, Building the Perfect Beast: The Igor Naming Guide.

"We created the Igor Naming Guide in order to demystify the naming process. In it we show how and why great product and company names work, when focus groups and standard ways of thinking about them might have predicted otherwise. Igor's own naming process is presented in excruciating but logical detail."

Sounds kind of dull, I know. Especially that bit about "excruciating but logical detail." I recognize this reading isn't the most-gripping literature, but it's a guide chock full of practiced knowledge and is well worth the 96-page download. I've referred to this guide myself during naming projects and it is helpful in that it offers a kind of template for the naming process, with helpful "do's and don'ts" along the way—almost always citing real world brands as examples.

Boring? Perhaps. Interesting? Very. And light of our current rebranding project, I thought the guide could come in handy to some of us

Download: Igor Naming Guide

^^^